Likert scale

Definition

A Likert scale is a psychometric scale commonly used in surveys to measure attitudes or opinions by asking respondents to indicate their level of agreement with a statement on a symmetrical scale, typically ranging from 'strongly disagree' to 'strongly agree.' This type of scale provides valuable data for understanding the intensity of feelings towards a particular subject and is widely utilized in both quantitative and qualitative research, making it essential for gauging attitude measurement and change.

5 Must Know Facts For Your Next Test

1. Likert scales often consist of five or seven response options, allowing for a more nuanced understanding of respondent opinions.
2. These scales can be unipolar, measuring the extent of agreement or disagreement, or bipolar, capturing positive and negative responses on opposing ends.
3. The data collected from Likert scales can be analyzed using various statistical methods, making it valuable for researchers seeking to identify trends and patterns in attitudes.
4. Likert scales are commonly used in psychology, social sciences, and marketing research to assess customer satisfaction, employee engagement, and more.
5. While Likert scales provide rich data, they can sometimes lead to response bias, such as central tendency bias or acquiescence bias, where respondents may favor middle options or agree with statements without true conviction.

Review Questions

• How does the structure of a Likert scale facilitate the measurement of attitudes compared to other types of scales?
  • The structure of a Likert scale allows for a range of responses that captures varying degrees of agreement or disagreement. This is different from other types of scales that may only allow for categorical responses. By providing multiple options on a continuum, Likert scales give researchers insights into the intensity of attitudes, enabling them to understand not just if respondents have an opinion but how strong that opinion is.
• Discuss the potential challenges researchers might face when interpreting data collected from Likert scales.
  • Interpreting data from Likert scales can present challenges such as response bias, where individuals might choose middle options due to uncertainty or desire to avoid extremes. This central tendency bias can distort the true representation of opinions. Additionally, cultural differences may affect how respondents interpret and use the scale, leading to variations in responses that complicate analysis. Researchers must consider these factors when drawing conclusions from their data.
• Evaluate the importance of Likert scales in measuring attitude change over time and the implications for future research.
  • Likert scales play a crucial role in measuring attitude change because they provide quantifiable data that can be tracked over time. By using consistent scaling methods across surveys, researchers can analyze shifts in public opinion, consumer attitudes, or employee engagement. This ability to measure change not only informs businesses and policymakers but also shapes future research strategies by highlighting areas that require further investigation. Understanding these dynamics can ultimately lead to more effective interventions and strategies for influencing attitudes.

Related terms

Attitude: A psychological tendency expressed by evaluating a particular entity with some degree of favor or disfavor.

Survey: A method of gathering information from a group of people, often used to assess opinions, behaviors, or characteristics.

Ordinal Scale: A type of measurement scale where the order of values is significant, but the differences between values are not uniform or measurable.